Approaching China Scientists and Building a Bridge of Science Communication

　　How to break the sense of distance and innovate the scientific communication path with more temperature? Recently, the series of micro-documentaries "Approaching Scientists in China" jointly planned and produced by the Central Radio and Television General Station and the China Association for Science and Technology were broadcast on CCTV’s comprehensive channel "Life Circle" and spread through CCTV, CCTV’s WeChat account, Billie Billie video website, Weibo, Tik Tok and other new media platforms. The program carefully displays the academic achievements of outstanding scientists in various fields in China, and focuses on excavating the touching details and inner world of their struggles, so that the audience can understand scientific knowledge and feel the great scientist spirit in fascinating story telling.

　　A, easy to understand, record the outstanding contributions of scientists in China.Wen Yumei, the pioneer of therapeutic hepatitis B vaccine in China, Gu Fangzhou, the father of polio vaccine in China, and Mao Erke & HELIP, the founder of radar signal processing in China; … The series of "Scientists Approaching China" brings together scientists who have made outstanding contributions to the development of the country and even the world in many scientific fields such as medicine, physics, biology and geography since the founding of New China. Relying on the precious data collected by China Association for Science and Technology’s "Collection Project of Academic Growth Data of Old Scientists", we recorded their shining footprints in the course of scientific development. The fields involved by the scientists selected in the program are closely related to the lives of ordinary people and the development of the country, ranging from medical achievements that benefit the people to great powers that cause national pride. On this basis, through simple explanations, the program makes the audience know these scientific forces that change life, China and the world, and understands the great strategic significance of accelerating scientific and technological innovation, which is conducive to upholding cultural self-confidence and enhancing national pride.

　　Second, people-friendly words, tell the story of China scientists.Based on the real stories of scientists, the program tells the original serious and rigid scientific creation process and anecdotes of scientists with more novel forms, more intimate words and more temperature stories through artistic processing and innovative expression techniques. The form of micro-documentary, which is less than 10 minutes per issue, is short and powerful. Each issue focuses on the typical deeds of a scientist, and refines and condenses the story of the scientist’s struggle, which is not only convenient for the broad audience to understand and accept, but also conducive to dissemination and diffusion in the Internet environment. Excellent production has further enhanced everyone’s audio-visual aesthetic experience. The narrative technique of the program is also close to the people, which embodies the principle of "people-oriented", uses less narration, uses more "self-reports" of scientists themselves or people around them, and highlights the inner feelings of scientists in the process of scientific research. The picture and language are easy to understand. For example, the metaphor of "finding a needle from the haystack" is used to describe the radar accuracy, which weakens the difficulty and obscurity of scientific theory and opens up the last mile for science to spread to the public. Scientific research is difficult to understand, and the ultimate behavior of scientists is often not understood. The program highlights the content with strong emotional resonance and is good at capturing touching details when telling stories about scientists. For example, Wen Yumei took the lead in experimenting with hepatitis B vaccine on himself, Gu Fangzhou tried "sugar pills" on his son, and Gu Songfen flew to the sky three times to solve the problem of airplane flutter.These details well show the great feelings of scientists, arouse the audience’s stronger emotional resonance, and help spread the scientific spirit and positive energy.

　　Third, the integration of communication, highlighting the spirit of scientists in China.Adhering to the perspective of scientist spirit, the program tells how scientists, when facing challenges and setbacks, rely on their own beliefs and persistence to overcome many difficulties and repeatedly create miracles, so that the audience can intuitively feel the extraordinary power of scientific ideals, and feel the patriotism, innovation, realism, dedication, synergy and education spirit of China scientists, and inspire the broad masses of people to work hard to realize their dream of becoming a strong country.

　　Pay attention to "tailor-made" communication content according to the characteristics of the platform in the integrated communication. For example, the content pushed by the program on WeChat is a graphic version made on the basis of big-screen video, while the content launched on the vibrato short video platform is a short video clip of about 1 minute that is continuously refined on the basis of big-screen video. These different forms of products complement each other, drain each other, expand the contact surface with the audience, jointly enhance the communication and influence of the program, and gain good response. Some netizens left a message under the video of "Grandpa Sugar Pill" Gu Fangzhou, "Benefiting hundreds of millions of Chinese, this is the real national backbone"; Some netizens left a message under the video of Academician Wen Yumei, "No virus can ever knock down Chinese and pay tribute to the hero"; Some netizens were moved to tears after watching the video of Academician Han Jisheng, leaving a message saying, "What I saw was not only a doctor with superb medical skills, but also a doctor’s spirit of always caring for patients and putting his heart into patients."

　　The series of micro-documentaries "Approaching Scientists in China" aimed at these national treasure scientists, deeply praised their great contributions in the historical process of building the motherland and changing the world, and vividly portrayed a group of people scientists. The 21 programs that have been broadcast use the audio-visual language that is friendly to the people, and transform the complex scientific research into vivid narration that ordinary people can understand through micro-video, breaking the sense of distance of scientific communication in the past. It is not only objective and true, but also vivid and moving, which effectively promotes the scientific spirit and the spirit of China scientists, and its innovation is worthy of full recognition. (Text/Tang Jinggang)